EU Faces Dilemma as Deepfakes Surge in Hungarian Election Campaign

In Hungary’s heated election campaign, opposition leader Péter Magyar has become the target of increasingly sophisticated AI-generated disinformation, warning that more coordinated attacks against him are imminent.

One example shows a manipulated video featuring a fake Magyar grinning at the camera while driving toward road signs labeled “war” and “taxes,” with the dialogue: “Don’t worry Ursula, I always choose the left side” – a reference to European Commission President Ursula von der Leyen and implying Magyar would align with Brussels against Hungarian interests.

On Tuesday, Magyar publicly stated that he anticipates more organized campaigns to discredit him as the election approaches, highlighting growing concerns about the integrity of political discourse in Hungary.

Experts monitoring Hungary’s information landscape have noted that AI-generated content has flourished during the current election cycle, while labeling requirements have been inconsistently enforced. Botond Feledy, a non-resident fellow at the Centre for Euro-Atlantic Integration and Democracy, a Budapest-based think tank, points out that European Union authorities have largely avoided confronting Prime Minister Viktor Orbán on domestic disinformation issues.

“EU actors even at the political level hardly picked a fight with Orbán on domestic disinformation, not to mention any official measures,” Feledy explained, suggesting a reluctance from Brussels to engage directly with Hungary’s internal media manipulation problems.

The situation represents a new front in Hungary’s increasingly polarized political landscape, where Orbán’s government faces its most serious challenge in years from Magyar and his recently formed Tisza Party.

Szilárd Teczár, editor-in-chief of the fact-checking organization Lakmusz, has identified a group called the National Resistance Movement as a primary source of AI-generated content targeting Magyar and the Tisza Party. According to Teczár, this movement is owned by Megafon, a pro-government influencer network with significant online reach.

The fabricated content follows a consistent narrative: if Orbán’s government loses the election, Brussels and Magyar’s Tisza Party would “prioritize the needs of Ukraine, take money away from Hungarians,” and ultimately drag the country into the war with Russia. This messaging plays on Hungarian fears about the ongoing conflict in neighboring Ukraine and economic concerns.

As Orbán’s allies portray Magyar as a stooge of Brussels, they are simultaneously criticizing anti-misinformation efforts from the European Union, framing such initiatives as foreign interference in Hungary’s democratic process rather than legitimate efforts to combat fake news.

The proliferation of AI-generated disinformation in Hungary reflects a broader global trend, where artificial intelligence tools have dramatically lowered the barriers to creating convincing fake videos, images, and audio. The phenomenon has raised alarms among election integrity experts worldwide, as traditional fact-checking methods struggle to keep pace with the volume and sophistication of synthetic media.

Hungary’s situation is particularly concerning given the country’s already compromised media landscape. Under Orbán’s leadership, independent media outlets have faced increasing pressure, with many major news sources now controlled by government allies. This concentration of media ownership creates an environment where disinformation can spread rapidly with limited correction.

For Magyar and his supporters, countering these AI-generated attacks presents a significant challenge. The opposition must not only promote their actual policy positions but also constantly defend against fabricated content designed to misrepresent their views and allegiances.

The ongoing disinformation campaign in Hungary illustrates the evolving nature of election interference in the digital age. With AI technology becoming more accessible and sophisticated, political actors worldwide are watching Hungary’s experience closely, recognizing that similar tactics could soon become commonplace in democratic contests globally.

As the Hungarian election approaches, the international community’s response – particularly from European Union institutions – may set important precedents for how democracies address AI-generated disinformation in political campaigns going forward.